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beyond the transaction

Please help me understand the following in bold.

1. The formula for doing well at business looks like quite simple: provide goods and services that are superior in quality, sell them at a reasonable cost, and meet customers' needs beyond the transaction.

Does this mean "to continue to meet customers' needs until after the transaction"?

2. Even when ServiceMaster was a much smaller enterprise, ensuring a high quality of customer care was not easy... Most of its employees work at the customer site, which means there is no direct line of management supervising them when they are delivering service.

Does this refer to "any place where employees directly come in contact with customers"?